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Essential Features to Include on Your Website

When it comes to making a new website, it’s important that all the crucial elements are included which will help to attract more clients to your business.

There’s so much to consider when creating a new site. It can be a tiring job and you might want a rest after you’ve finished the planning, design and content stages. However, after these steps are completed, ensuring that you have the key features that your website needs to function properly is arguably the most important factor. Without them, you could be losing potential clients without even realising it, so take time to carefully plan these out.

Here’s a list of the essential features that you shouldn’t forget to include on your site:

1. Calls to Action (CTA’s)

A Call to Action can be defined as a particular command that requests users to take a certain action and will be linked to a specific page on a website. For instance, this virtual and serviced office space in Gateshead has used these on their homepage such as ‘book a viewing’ and ‘contact us,’ which takes visitors directly to a contact page when clicked. CTA’s are important because they make it easier for the audience to find a certain page once they’ve decided that they are interested in finding out more about what your brand offers.

2. Social Media Feeds

Including a social media feed on your website, whether that’s your Twitter, Facebook Instagram or Pinterest, when clicked, should help your audience gain a further insight into your business, whether that’s through behind-the-scenes posts or even infographics talking about your services. Having a social media feed embedded on your page shows visitors that you’re eager to interact and engage with them on multiple online platforms. Take a look at this helpful guide explaining how to upload a social media page to a WordPress website.

3. A Description of Your Company

When someone visits your website it’s likely because they are interested in what they see and want to learn more about your business. This means that it’s vital to include a description of the products or services that you offer. You should, therefore, aim to include two or three short paragraphs based on what your business is about, where customers can find it and why they should choose your company (don’t forget to mention your unique selling point/proposition). If you have a particularly interesting story about why you founded the company, this might be worth including but it should be brief and to the point.

4. A Mobile Friendly Layout

It’s one thing having a website suitable for a laptop but, as research from Statista points out, last year there were over 4 billion mobile internet users, which means that over 90% of the world’s population uses their phone to go online. It’s therefore important to ensure your website is mobile friendly, particularly if you have a link to it on your social media platforms, where visitors are likely to be using their phones to access it and see what you’re all about.

5. A Gallery/Portfolio

Finally, it’s important to showcase your work so that customers know exactly what they’re getting. For instance, if you own a bakery, including pictures of doughnuts, cakes, etc. are absolutely essential as you’ll want to make your audience’s mouths water! Likewise, if you’re a portrait photographer, clients will want to see your previous work so they can get to know your style. Be selective over the images you choose as you’ll want them to see your best work. It might be helpful to check out our tips on how to sell with an image. Photos also improve SEO rankings if they are optimised and include keywords in the descriptions.

Concluding Thoughts

We hope these features have helped to point you in the right direction when it comes to creating a website that your clients will notice. You should always ensure that you’re capturing what’s great about your brand and what makes it stand out from competitors.

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5 Key Benefits of using an Automated Booking System on your Business Website

1. Centralized Management enables Customised Customer Experience

Automated booking systems will allow your company to apply changes across your entire network with just one click of a button.

This centralized management will allow your company to customize various factors including package types, promotional details, prices, and so on. This allows your business to provide a more smooth and customised experience to your customers as well as a chance to increase your revenue by adding additional add-ons to your service.

For example, if you were a tour van hire company, this process may allow you to customised touring and event support packages to increase your revenue with each sale. You could use this process to identify additional promotional details and packages that might be suited to the needs identified by the customer.

For example, if a customer wanted available entertainment you might include a package with High Definition Smart TV’s, Xbox One or PS4 Console with games and movies. If a customer identified a good night sleep as vital, you could include a package with luxury memory foam beds.

2. Get Paid Quickly and Securely

Your payments system will be eased with an online booking platform. You can compel your guests to pay when they book, further increasing your income.

Another benefit is in case of a no-show, you can keep some money as compensation to reduce overall financial loss.

Automated booking solutions also feature secure payment gateways that lead directly to your website. By avoiding redirecting potential customers to third-party agents, rest-assured the money will go directly into your businesses account, meaning your business is more likely to get paid faster.

3. 24/7 Booking Availability

As online booking systems work any time around the clock, this provides freedom to potential customers to book a service anytime they want, potentially after work or at night time. This could maximise your sales and avoid limiting sales to the working hours of the business.

4. Convenience for the Customer

In this day and age, where consumers can quite literally access any business, service or product rapidly with one tiny click of a button – convenience is key.

Including a booking system on your website enables convenience for the consumer by allowing them to type their main wants and needs of a service in a small message box and providing their email and contact number for a quick response in their inbox from the company.

This gives a great opportunity for your business to then list different packages and services which will be most suited to their needs and makes the customer feel listened to.

Automated tech can enhance your client experience by enabling companies to serve customers better than the business could before when done with thoughtful, human-like copy. It is no surprise that companies of all different sizes and value propositions are using it to improve their features in both simple and innovative ways, as explained by Business News Daily.

5. Save Money and Boost Revenue

Automated booking solutions are designed with saving money and increasing sales in mind. This service can be argued to streamline your business operations, task management and communications.

It also boosts efficiency and allows your business or services to make personalised and immediate decisions based on present enquires, further increasing overall efficiency for everyone involved.

In Conclusion

Given the benefits listed above, an automated booking system on your business website can increase your overall business revenue and increase potential sales by making the paying system more direct and quicker, being readily available to customers 24/7 and boosting overall efficiency of payments.

Another benefit your business will receive from using an automated booking system on your website is gaining more control over offering your services as you will be able to apply changes across your entire network.

This in turn, will allow you to give a more streamlined service, making this customer journey seamless and convenient which will increase chances of happy returning customers. Therefore, it is clear both the customers and your business will reap different benefits from this aspect of your website.

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Where to Put Your Business Logo

So you’ve just spent days, or even weeks designing a new logo that perfectly reflects your brand’s identity and now you are ready to start incorporating it into your marketing strategy. Great! The pressing question is, where do you put it?

There is an astronomical amount of visual advertising in modern-day society and at times consumers can feel overwhelmed. That being said, logos both shape consumer perceptions of a company and affect their purchasing behaviour, so it is important that you get the balance right.

Think strategically before sprinkling your business logo here, there and everywhere and make sure to prioritise the places that will attract potential customers and generate the most exposure for your business. Here are the top 5 places to show off your new logo:

Your Website

It’s 2021, which means your company probably (and hopefully) has a stylish website on which to display your new logo. This is a vital platform for both potential customers and repeat customers, therefore it is important that these valued visitors have a visual logo that conjures up the right thoughts and feelings about your business. There is a lot of existing research out there about whether you should put your logo on the left, right or centre, but first and foremost make sure it is clearly visible on the homepage.

Your Email Signature

Clear brand communication and recognition is paramount, therefore there is no excuse not to have your logo embedded in your email signature. Make sure it is responsive on all devices too, as smartphones are now the primary place for email correspondence. Not only is this a clear sign of professionalism but it will also save precious time spent explaining who you are to the recipient.

Social Media

Consistency is the key to branding, therefore having your logo on all social media profiles is crucial. Of course, make sure that you are creating relevant content to go alongside your logo, but having this visual branding in the same location and in the same size format across all social media platforms is a sure-fire way of making you recognisable to followers.

Company Documents

So you’ve remembered to have your logo printed on T-shirts, mugs and all other types of office merchandise and décor, but you have forgotten something a lot more important – making sure all documents are branded with the company logo. Not only will this help with administration, but having the logo in the header is a classic marketing tool for when you are sending out physical letters to customers.

Business Vehicles

Have you ever read the visuals on a business vehicle beside you whilst stuck in traffic? There is no denying that busy roads and car parks are a perfect place to advertise your business. When executed right, a vehicle featuring branded colours or an eye-catching logo can do wonders for brand recognition. If you are looking at investing in vehicle graphics to spruce up a business car, just keep in mind that your logo design needs to be one that can be read easily in moving traffic.

A logo is a visual mascot for your business or brand – an image that reflects your company’s values and makes you easily identifiable. It is essentially a marketing strategy, and when placed tactically in both online and offline spaces, it can become an effective branding and promotional tool for your business.

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How to Sell With an Image

I often think when it comes to selling a product, the photography can sometimes be overlooked. You may think it’s not necessarily that important, but with people forming their first impressions within 50 milliseconds, every (milli)second counts – quite literally!

Why Use Images?

So why are images so important?

Humans are very visual beings. Images naturally attract our attention and keep us engaged, even drawing emotion in fact.

If your website has appealing imagery, people are more likely going to want to invest their time into looking at your website and not going elsewhere. More time spent on your website = a higher chance of making a sale!

The old saying ‘a picture is worth a thousand words’ also comes to mind when talking about the use of imagery. Once a potential customer is on your website, you can use images to present information in a more digestible, easy to understand way. There’s a reason instruction manuals come with diagrams.

Photography Tips

It’s all well and good knowing that photography is important for your website, but how do you go about creating fantastic imagery?

There are a few tips that you can keep in mind, that can help you capture that perfect shot you’re looking for.

Create a Scene

Plain product shots are handy, there’s no denying that. They show customers exactly what it is they’re paying for. However they’re not necessarily going to be the image that converts potential customers into customers.

You need to create a scene.

And no, not that type of scene.

This is something that TEC Bike Parts has down to a tee. Throughout their website, they use high quality, full width visuals showing bikes in action in their grungy, industrial setting. The perfect advert for a motorbike.

Setting a scene and putting your product within that helps customers to visualise how the product would fit into their lives.

Close Ups

Close up shots, or macro shots, are especially popular in the food industry. We’ve all seen the slow melting butter shot on a scrumptious bit of steak. It’s no surprise then that macro shots are typically used to awaken our senses and draw a emotional response.

These evocative shots are also good for drawing up deep memories, which you may think are irrelevant until you realise you’ve clicked ‘checkout’ on that guitar that you won’t ever play but you used to as a child.

Show your Variations

When selling a product, it’s also useful to have at least one shot where all or multiple variations are shown.

It’s likely when making an online purchase, that customers are going to want to look at multiple images before deciding they want to buy. And even when they’ve decided they do want to buy your product, they then have to make the decision of which variation.

If we know anything by now, it’s to not leave it up to the customer’s imagination.

The last thing you want it a disappointed customer because your red isn’t as red as what they had thought it would be.

Give it a Human Touch

Are you selling to a specific audience? Use them!

Similarly to creating a scene, adding people of your demographic to your photographs can really help them imagine what it would be like to own the product.

If you’re selling a bike helmets, use images of people biking with your helmets on a family holiday. If you’re selling alternative clothing, using images of people with a more alternative sense of style will do the job. If you’re selling a large, expensive barbecue, use images of a father figure in the summer. Selling a disposable barbecue? Use images of a group of young adults gathering around in someone’s garden.

The trick is to target your audience by using images of people they can relate to.

Inject Personality

It’s unlikely that you’ll be the only company selling your line of items. Even if your items are handmade and bespoke, there is likely to be other people out there on the internet selling if not the exact same, a very similar service to what you provide.

So how do you stand out from the rest?

By showing your personality of course.

When potential customers identify with the personality of your brand, you’re far more likely to not only convert them in the first place, but to also keep them returning, time and time again.

For example, if you’re selling Gothic prints, your product is more likely to shine in darker surroundings as opposed to a bright white room.

Experiment!

Most of all – feel free to experiment and have fun with it!

Trying different angles, surfaces, backgrounds, textures can truly do wonders for your photography. That one difference can take your photograph from OK to intriguing – and can you really put a price on that?

Even something as simple as using unusual props can add a sense of mystery and adventure to your product images.

You never know, you could find the next best thing when it comes to your photography.

The Takeaway

Not only should your images be helpful and informative, but they should also be an extension of your brand personality.

Capturing the essence of your brand in your images can go a long way with creating brand loyalty with your customers. And it won’t hurt that you’ve got a beautiful online portfolio!

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Creating a Style For Your Website

With web design, consistency is key and creating a style can help build and shape your brand. This may seem like a difficult task but once you have the basic elements of your website style, you can really just re-purpose these to create a style.

Usually, when creating a website, you will have a logo for the company and maybe even a colour pallet/ brand guidelines to accompany this. These can all really help when getting a head start on designing a website because you can use these elements to influence how you will design. However, if you only have a logo, you can take a lot from this as it may contain fonts, shapes and colours you can use throughout your website design.

Typography

Typography is key when designing anything with text because it is a communication tool between the website and the visitor. This means the typography you choose has to be clear as well as fit in with the brand.

For example, Connect Insolvency uses the logo font for the headings and a round sans-serif font for the body text. Not only does this reinforce the brand throughout the design, but it also creates hierarchy and makes the design clear to use.

Colour Pallet

This may be included in brand guidelines or the logo that you are using but knowing how to use colour throughout your website will really help with creating a style throughout your design.

There should only be around three primary colours throughout your website, any more and it may look busy and chaotic. However, using secondary or tertiary colours may be necessary, and these may be lighter or darker versions of the primary colours.

Using white, grey and black is also very useful to use as well as the primary colours because they can allow your brand colours to stand out. White, grey and black can help with dividing up the website and breaking up the layout too. Leighs Nurseries uses only the brand colours as well as grey and white to create a consistent style.

Imagery

Imagery is really important for creating style and direction in web design. It can reflect tone, audience and purpose as well as consistency. High Life North uses a lot of imagery throughout their website. Imagery is a key aspect of their website, so sourcing the right imagery is crucial.

For many websites, this fact will be the same and it is important that the imagery compliments the content as well as providing further information for the content. Images are also a great tool for breaking up large amounts of text but shouldn’t be used too often at risk of overcrowding the design.

When creating a style, there is a lot of factors to take into consideration. Sticking to a consistent style and establishing a this before you start designing will help to create a clean and well thought out website. Not only will creating a strong visual style throughout your design help with usability and desirability, but it will also allow the user to trust your website.

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UX: Scrolling

Scrolling seems to get little airtime in regards to web design but it can really make or break your user experience. If something irritates the user, they will not spend any longer on the site and most likely not revisit and this may include scrolling. It is important to take care of the details within UX design because that is where things can go wrong.

Why scroll?

Scrolling is important for many reasons. One of the main reasons is that it allows for mobile websites to hold the same amount of content as desktop websites. It keeps everything neat and concise, and its far easier to scroll on a mobile device than on a laptop or computer. It also means content can be spread out across one page without overcrowding or too much clicking around to other pages.

Abbey Masterbatch is a good example of a scrolling website because, although not a lot of scrolling is involved throughout the pages, the content is well distributed.

Do people scroll?

Data analytics provider Cheatbeat analysed over 2 billion website visits and found 66% of attention on a typical web page is “below the fold” – people scroll to get there. If your website is built well, people will scroll to find out more. High Life North is a good example of a website that encourages scrolling through breaking up text with image and having interesting elements that make you want to carry on scrolling through.

Scrolling fatigue

If a user finds it uncomfortable to scroll on a website, they will most likely leave because it is frustrating and the information they are looking for is hard to find.

There is also a phenomena called ‘Zombie Scrolling’ where the user becomes disengaged with the website whilst scrolling for too long and will be less susceptible to the normal call-to-action’s (CTA’s) or hooks.

This is why it is important for designers pay attention to scrolling when designing websites.

Types of scrolling

There are four different types of scrolling that can be used in UX.

Long scrolling-

This lends itself naturally to storytelling and allows a single page to flow together seamlessly. For example, The Boat this creates a smooth, linear experience.

Fixed Long-scrolling-

Fixed long scrolling keeps the some content static whilst some content scrolling. This is great for sites that don’t want to convert to a single page due to SEO concerns.

Infinite scrolling-

This allows to browse fresh content ‘infinitely’ and will only load more once you’re at the end of the screen. Facebook, Twitter and Tumblr all are configured for infinite scrolling.

Parallax scrolling-

This is where the background moves independently from the content on the foreground. This looks effective and adds another dimension of interactivity to your website.

How to encourage scrolling

Catering to your audience when it comes to scrolling is essential. You want the visitor to enjoy looking through your website and digest the information.

A good way to keep the users interest is through images and interesting user interface devices.

Using a hook at the beginning of your design will draw in the user and offering some immediate insight will make them want to keep reading.

Having relevant facts throughout will also encourage scrolling until the end and remind the user why they are looking at the website.

Scrolling takeaways

Scrolling is an important part of UX, even if it is not commonly mentioned. Websites with a lot of content are becoming more popular so baring these techniques in mind when designing a website is important for the relationship between your user and your website. Make sure to break up your content and create interesting focus points to avoid ‘Zombie scrolling’ or frustration. Using visual cues and intuitive design can be crucial to maintaining the length a visitor stays on your website and remembering this will help your UX designs.

Look Professional Online

How To Look Professional Online

Looking professional online is crucial for any company. In today’s world, your website is your store-front. It’s the first thing people see when looking at your business and we all know people like to judge a book by it’s cover. Below are numerous tips which will help you start on the right foot and leave a lasting impression.

Simple Is Better

Simple Pencil

As Leonardo DiVinci once said, “simplicity is it the ultimate sophistication”. Taken with a pinch of salt, there’s no need to go for a bare-bones design, but simplicity does provide a painless user experience. Overcomplicating a website design floods the user with things to look at making finding and reading information harder, and more likely to leave. You only have 10-20 seconds to capture a visitor, and if they don’t like what they see, they’ll move on to the next website.

Ensure content is well-formatted, easy to read, with precise segmentation when it comes to different topics. Use imagery to break up the page if possible and add context to what you’re saying. Reduce navigation as much as possible to offer smooth flow across topics the user may be looking to find. Not every single part of the design needs a drop shadow.

Clutter-Free Content

Use pages to present information without clutter. Use a single focus or point. Neuroradiology Consulting does a superb job of presenting the information about the company and services they offer. Information is spread across correct pages, laid out clearly, separated with clear headings and imagery.

If you have multiple related points, use subheadings to split information allowing users to scan the page and find what it is they’re looking for quickly.

SEO will also benefit from single focus pages allowing you to target specific keywords and phrases. Search engines don’t respond well to pages stuffed with tonnes of different content. Instead, having pages which represent singular topics, makes it easier for sites like Google to differentiate pages related to your niche. Search engines can then present the best pages to users in search results.

Answer Frequently Asked Questions

When users come to your website, they’re looking for information. A good starting point is to consider the types of information they want. You can then push out content that answers typical questions. This proves your understanding of the topic, keeping the visitor interested in your website and ensures a positive user experience.

Calls-To-Action

It’s good to pair content with direct calls-to-action. Whether the user is looking to find out more, or already knows enough and what’s to get in touch, finding a way to contact you is crucial. Once a customer chooses to make contact, they’re stepping further down the customer journey closing in on becoming a customer. On the other hand, you don’t want to overload visitors with too many CTAs as that may come across unprofessional. Use them appropriately; at the end of content, in your header or footer or wherever else you deem nonintrusive but necessary.

Consistent Design

Providing a consistent design allows people to build familiarity with your site, improves navigation and is more attractive. The flow of your website should remain the same from the get-go allowing people to move without confusion page to page.

Quality Copy

Vast amounts of time is spent on deciding how a website should look leaving copy overlooked. Copy, however, is a critical factor in design. The website can look amazing, but without quality content, people won’t find what they need. It helps answer users questions, promotes what you have to offer and improves SEO by bringing the right types of visitors to your page.

We know how keen people are to correct grammar proving how easy it is to pick up on. The quality of your writing speaks out about your professionalism and portrays what communication with your business will be like. People will judge your professional ability based on the way you ‘speak’ through your website. If not confident in writing, look to hire a professional copywriter.

Think Mobile-First

Mobile First Design

Mobile devices now account for around half overall internet traffic consistently in 2019, and that’s excluding tablet users. The importance of catering to mobile users unavoidable. Many users will start the browsing experience on mobile before going to the website on a desktop. With this in mind, your website must look perfect on mobile as well as desktop. Going to a website on a mobile device to find it unresponsive displaying large images, small text, and all out of proportion the best way to drive a user away from your website. Ensure that as the screen size changes the website responds accordingly. That may mean moving or removing features but do what has to be done to offer a good user experience.

The experience must be the same across all types of devices, no matter the screen size.

Final Thoughts

In business, nobody wants to be seen as unprofessional. With immense competition in almost every niche, we always want to be best and stand out above the crowd. Your website is most likely going to be your first opportunity to leave an impact on your potential customers. If you incorporate the tips mentioned here into your design, you’ll be on the right road.

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A guide to writing the perfect blog post

Blogging is an ideal method of sharing expertise, opinions, recent events or the latest news and can help your business grow by attracting more and new traffic. In fact, content creation for blogs has many possibilities and all can help your company seem more engaging, personal and establish a connection with your consumers.

Metropolitan House use has a blog on its website and posts are shared regularly on social media. Content varies and focuses on different aspects of the business. Sharing their blog posts on social media has proven effective and shown an increase in traffic to their website. In fact, posts that link back to their blogs have demonstrated the highest amount of engagement on Facebook in comparison to other blogs.

According to CoSchedule Blog, businesses that write weekly blogs have a 66% increase in customers. However, in order for your content to increase traffic, it must be interesting and written well. Below we highlight some tips to ensure your blog post successfully engages your audience.

A compelling headline:
According to Hubspot, a captivating headline can increase traffic to your website by 500%. In a matter of words, your blog headline needs to grab your audiences’ attention. When sharing your blog post, your headline is going to be the first aspect your audience will see. Therefore, it is imperative your blog post is worded in a way that encourages them to click and read further. To increase the probability that your audience will read further, consider addressing a pain point or value proposition.

Additionally, a direct and informative headline will perform well on Google and help your posts appear higher up the search rankings. Avoid click-bait style headlines that fail to correctly inform your audience of your content due to sensationalism or exaggeration. Despite bringing you more clicks, you’ll likely annoy your audience which will have negative effects on your traffic long-term.

Sub-headlines:
Sub-headlines allow you to effectively break up your content into easy to read sections. Large sections of text can be off-putting for your audience and cause your bounce rate to increase. Breaking up your text can encourage your audience to quickly see sections of your article which interested them and understand your subject matter quicker. A large amount of your audience will scan your page before deciding whether to read the article, sub-headlines provide more clarity which will mean that more people will be interested.

Bullet-points:
Similarly, bullet-points are easily digestible information which allows you to communicate more effectively to your audience. Bullet points are a great way to break down complex information or to include facts and statistics within your post.

Stay-on-point:
With blogging, it can be easy to go on a tangent, especially with more conversational style posts. However, in order to avoid boring your audience, it is important you stay on point and only include relevant information. Throughout the writing process consider your purpose and make sure every sentence relates to it.

Image:
As a general rule, social media posts with an image often receive the highest amount of engagement. Using images on your blog is also worth doing to increase traffic. Your own images are preferred as it creates a more personal connection with your audience, however, stock imagery can be a good alternative and it is sometimes worth paying the small cost in order to increase your following.

Proofread:
Even professional writers and bloggers can make grammatical errors from time to time. However, it is important that your blog is well-written for your credibility no matter your field. Take a break and return to your work with fresh eyes, you’ll more likely spot mistakes that you’d previously not noticed. Grammar checkers such as Grammarly are also great for checking your grammar is correct throughout.

Length:
To rank well in the search engines, blog posts should be at least 300 words according to Yoast.  However, longer blog posts mean more time spent on your website, which is good for your search engine rankings. Closer to 1000 words would be ideal, however, not everyone has the time or the writing abilities for this and can potentially be an off put to your audience if they see a large amount of text.

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Benefits of latest news on your website

Including a latest news section on your website is beneficial in projecting a sense of professionalism surrounding your brand. To be effective, consistent and quality content is essential when incorporating a blog or latest news section within your web design. If blogging can fit comfortably within your brand strategy, it poses many benefits for the growth of your business.

 

Connect with your audience:

A latest news or blogging section can provide a humanising quality to your brand, offering your audience an insight into your business. Consumer’s respond well to feeling valued and allowing them to feel involved will be beneficial for your conversion rate. For example, Chase Park has recently included a post on new staff so their audience feels more connected and involved with their brand.

 

To excel within this area, ideally, consumers should be able to respond and offer feedback to your content. Allowing responses and even criticism will allow your business to build a community surrounding your brand. Additionally, this offers your business the opportunity to respond to feedback and demonstrate to your audience that you are prepared to act on their feedback.

 

Improves SEO

An important factor when considering whether to include a latest news segment is the impact on SEO. More pages on your website will lead to more pages indexed on search engines and increase the likelihood of appearing in organic searches. With more links to your website, there will likely be an increase in traffic to your site. Additionally, blog posts allow your business to rank for other keywords and therefore appear in more searches. According to Propecta, over 50% of searches are for terms more than four words long. Blog posts appear in more long-tail keyword searches and therefore are likely to improve your SEO. A longer blog post could also be beneficial, as the more time visitors spend on your site the higher you will rank in the search engines.

 

Inform your audience:

Regularly updating your latest news or blog section allows your audience to feel informed of any progression or changes within your business. Not only this, blogging can allow you to input your opinion on a range of subjects. Demonstrating your knowledge to your audience and positioning your brand as an expert in the field is important in establishing a professional profile for your business. Consumers are more likely to respect and trust a company that is evidently demonstrating expertise before they have even used their product or service. In this sense, blogging can differentiate your business from the competition by providing your business’s own interpretation or response to certain subjects in the hope to align with your specific target audience.

 

Identity:

A structured blog consisting of quality content goes a long way to help establish an organised and reputable brand identity. A blog is increasingly becoming an expected norm of a well-rounded and efficient business. Delivering regular new content demonstrates a commitment to consistently providing for your customers and is reflective of the quality of your service. Including a blog or latest news can also mean content can be used throughout newsletters and social media further contributing to establishing a unified and well-structured business.

 

Final Thoughts:

According to Hubspot, ROI is likely to increase by an average of 13x for companies who prioritise blogging. Latest news and blogging sections have proven to have a positive impact on conversion rates as consumer appreciate the time and effort you are willing to put in for their benefit.

Case Studies vs Testimonials vs Reviews

Case Studies vs Testimonials vs Reviews: Which are better?

As a business, you want your audience to fully understand what you do and what it’s like to work with you, whilst building up a certain level of trust. This is why case studies, testimonials and reviews are an important aspect of any business, but which is better?

After all, you want to attract an audience and potential clients, so choosing the right way to communicate your work and reputation is important for success and growth.

What is a case study?

A case study is a qualitative research technique that looks at a project as a whole. It will generally include an in-depth description of the client’s situation, any challenges, the process and the outcome. (See example)

What is a testimonial?

A testimonial is a statement made either verbally or in written form to testify a business’s services. (See example)

What is a review?

A review is someone’s evaluation of a business or product whether their opinions are positive or negative. (See example)

When deciding what is best to use for marketing your business, the answer is it all depends. Case studies, testimonials and reviews are all useful in their own way and can each provide a different level of communication about a business, product or service.

It all comes down to what the customer is wanting to gain, for example, if someone wants to understand a particular service in detail, they may find a case study extremely useful and informative. However, for someone wanting to find out ratings and reviews, a case study may be easily dismissed due to the amount of content and detail included.

When is it best to use case studies?

Case studies are great for websites as information can be conveyed in an engaging way and also include links to projects you’ve worked on. If someone is taking the time to look through your website or even a brochure for that matter, they are generally looking for an indicator that the work you offer is what they are looking for. They may also want to see the different types of work you carry out and how you have handled past projects.

When is it best to use testimonials?

Testimonials are also great for websites as they convey customer and client feedback in a way that is quick and easy to digest. Testimonials can also be shared across social media platforms as a way to promote your product or service, and even in printed marketing materials.

When is it best to use reviews?

Public reviews are great for any business or service as many potential customers will go there first to see what people are saying. Google reviews and social media reviews are very commonly used as they are as honest as can be, whereas a testimonial has effectively been cherry-picked by a business.

Overall, the power of a case study, testimonial and review depends on your target audience, if people are looking for indicators of trust, and how up-to-date the information is. Although a case study seems the best way to show off your service, it might not always have the same pulling effect as a review or testimonial that is quick to read.